Choosing a business name is one of the first big decisions you make, and it influences everything that follows, from your logo design and website to business cards and signage. A name can be changed later, but it is costly and confusing, so it is worth getting right first time. Here is how we would approach it.
Start with your customers
The name must appeal to the people you want to reach. A name that delights a young, digital audience may leave an older one cold. Think about the message it sends before anyone has seen your work, and how it will sound when someone recommends you by word of mouth.
Descriptive or creative?
A descriptive name, such as a trade plus a place, tells people what you do at a glance and is easy to find in search. Many sole traders simply use their own name, which is honest and quick but harder to sell later. A creative name can be memorable and own its space, but it needs more marketing to explain itself. Puns and clever spellings can backfire if customers are unsure how to say, spell or search for them.
Whichever way you lean, say the name aloud, write it in lower case and read it back as a web address. Check for unfortunate meanings, in Irish and in English, before you fall for it.
Check it is actually available
Before you commit, confirm the name is free to use. Check the Companies Registration Office register, look for the matching domain name and social handles, and search the trade mark registers for similar names in your sector. A professional can advise on the legal side, but these checks take an hour and can save you a rebrand.
Test it with real people
Shortlist three or four names and put them in front of people who match your customers. Ask what they think the business does and whether they would trust it. Their first reactions are more useful than any brainstorm.
Get help if you are stuck
Naming should be exciting, but it can become a grind. A designer can help you build the name into a full identity, and our piece on why your business needs a logo shows how the two work together.
If you are naming a new business and want an outside view, get in touch or email info@designminds.ie.
